When I first entered the skincare manufacturing world, I had no idea just how many of the products I saw on boutique shelves or scrolling through my feed weren’t made in-house by the brands themselves. Those calming facial mists in curated Instagram ads? That spa-exclusive moisturizer with gold-foil labels? Many of them were created through a process known as private labeling—a behind-the-scenes partnership that quietly powers thousands of beauty brands around the world.

Private label skin care refers to ready-made products manufactured by one company and sold under another brand’s name, allowing businesses to launch custom-branded skincare without developing their own formulas.

The more I learned, the more I realized: private label skin care isn’t just a production shortcut—it’s a brand-building engine. It gives you access to professionally formulated, performance-tested skincare products, while allowing you to shape everything else: the branding, the story, the packaging, and the customer experience. You’re not starting from scratch, but you’re still creating something that’s uniquely yours.

I’ve worked with so many different types of people on this journey—some are launching their first product with zero background in formulation; others are expanding an established brand into a more elevated skincare line. What they all have in common is a vision—and a need for a smarter way to bring it to life without the delays, costs, and complexity of custom R&D.

In this article, I want to break down what private label skin care really means—not just in definition, but in practice. Whether you’re mapping out your product roadmap, planning your first launch, or exploring ways to scale your brand presence, this is the foundational knowledge you need to make informed, confident decisions.

Definition: What is Private Label Skin Care?

Private label skin care refers to cosmetic and personal care products that are developed and manufactured by one company—like ours—but sold under the brand name of another business. In other words, you bring the brand, and we bring the science, the formulas, and the production expertise behind the scenes.

When I first started working in the skincare manufacturing industry, I was fascinated by how many of the “exclusive” creams and serums I saw in spas, salons, and boutique stores were actually created through private label partnerships. It’s not something most consumers know—but it’s a powerful business model that allows smaller brands to compete with giants, without needing to build their own lab or invest millions into R&D.

Let me paint you a picture. Say you’re the owner of a boutique wellness studio. You’ve built a loyal following and want to elevate your brand by offering your own skincare line—maybe a calming facial mist, a gentle exfoliating cleanser, or even a luxe face oil that your customers can take home. But you don’t have a chemistry background, or access to manufacturing facilities, or even know where to start with ingredient sourcing.

That’s where we come in. At Metro Private Label, we already have a library of tested, market-ready formulations made with proven actives and clean ingredients. You can select the products that best match your brand’s philosophy, work with us to customize the scent or texture if needed, and package everything with your logo, your voice, your story. To your customers, it’s your own skincare line—but you didn’t need to reinvent the wheel to create it.

Now, you might also come across the term white label, which is often used interchangeably with private label. They are similar, but here’s the subtle difference I often explain to my clients: White label products are typically completely generic and sold to multiple resellers. There’s little to no room for customization—what you see is what you get. Private label, on the other hand, offers much more room for tailoring. You can often choose the packaging, modify the formula, create a signature scent, or adjust the ingredient emphasis to better fit your target audience. Think of it as the difference between buying an off-the-shelf suit, and having a suit tailored to your personal style and measurements.

For many of the entrepreneurs I’ve worked with—whether they’re first-time founders or established spas—private label has been the perfect middle ground: it balances speed and cost-effectiveness with enough creative freedom to bring a distinct brand identity to life.

And here’s the part that excites me the most: private label levels the playing field. It allows people with a vision—but not necessarily the resources for full-scale R&D—to launch beautifully packaged, high-quality skincare products that reflect their passion and personality. You can start with 250 pieces, test the market, and scale as your audience grows. It’s efficient, empowering, and—when done right—deeply brand-building.

If you’re someone who dreams of launching a skincare line, but feels overwhelmed by the technical hurdles, I want you to know this: you don’t need to start from zero. Private label skincare gives you a head start, with a trusted partner (like us!) helping you turn your ideas into reality—one serum, cleanser, or mask at a time.

How Does Private Label Skin Care Work?

If you’re wondering how private label skin care actually works behind the scenes, you’re not alone. I’ve guided countless entrepreneurs—some launching their first product line, others expanding established brands—through this exact journey. And one thing I always say is: it’s not just a supply chain process, it’s a creative partnership.

Here’s how the process flows when you work with us at Metro Private Label, broken down step by step.

Step 1: Choose Your Product Foundations

We begin with product selection. I always tell clients: start by thinking about your brand promise. Are you focused on sensitive skin? Anti-aging? Barrier repair? Acne care? Based on your goals, we help you choose from our pre-formulated range of skin care products—each one developed by our in-house chemists, tested for performance, and compliant with international safety standards.

We offer everything from:

• Serums, cleansers, and moisturizers
• Masks, facial mists, and toners
• Body scrubs and sunscreens

These formulas aren’t generic—they’re crafted with professional-grade ingredients and designed to support results. You’re essentially standing on a foundation that’s already proven effective.

Some brands come in knowing what they want. Others explore with sample kits first. Either way, this stage is about alignment: finding the formulas that feel like “you.”

Step 2: Customize to Reflect Your Brand

This is where your product begins to transform from “a formula” into your brand’s product.

Depending on your target audience and brand personality, you might want to:

• Adjust the fragrance profile (e.g., floral, herbal, unscented)
• Add or remove minor ingredients to reflect your clean beauty or skin sensitivity values
• Customize the texture or viscosity if multiple versions are available

One thing I always clarify with clients here is that private label doesn’t mean cookie-cutter. With the right partner (like us), you have meaningful creative input—even if you’re not formulating from scratch.

That said, there are technical boundaries. For instance, if you’re asking for highly specialized ingredients, or working with a very small packaging size (say, 10–15 mL ampoules or droppers), it may require a higher MOQ of 1,000 units. Why? Because these adjustments often involve unique raw material sourcing, specific filling equipment, or additional formulation stability testing.

For our standard private label range, we start at a minimum of 500 units per SKU—which we’ve found strikes the right balance between affordability and production feasibility for most indie brands.

Step 3: Choose Your Packaging and Labeling

Once your formula is finalized, it’s time to bring your visual identity to life.

We offer a wide range of packaging options:

• Airless pumps, glass dropper bottles, jars, tubes, sprayers
• Material choices like glass, PET, sugarcane bio-resin, or PCR (post-consumer recycled plastic)
• Sizes ranging from 10 mL to 500 mL (depending on the product category)

I always remind clients: packaging is more than just a vessel—it’s a silent brand ambassador. The moment your customer holds your product in their hand, they’re making assumptions about quality, sustainability, luxury, or effectiveness. That’s why we also offer support on label design and printing, including:

• Digital or silk screen printing
• Waterproof labels for bathroom or spa environments
• Matte vs. gloss finishes
• Specialty embossing or foil stamping (upon request)

If you already have a visual identity or graphic files, great—we’ll work with your designer. If not, our in-house design team can help you create something brand-ready from scratch.

Step 4: Place Your Order and Launch

Once everything is locked—formulation, packaging, labels—we begin production. Our team handles every detail:

• Raw material purchasing
• Batch production
• Quality control and microbiological testing
• Filling, sealing, labeling, boxing

All you need to do is decide where you want the goods shipped—to your office, to a fulfillment center, or even to Amazon FBA if you’re selling online.

As I mentioned earlier, our standard MOQ is 500 pieces per SKU, which is ideal for launching without overwhelming inventory pressure. However, if your product includes specialty actives (like stem cell extracts, peptides, or rare botanicals) or you’re using ultra-small packaging formats, the MOQ may go up to 1,000 pieces to offset procurement and production costs.

But here’s the good news: once you’ve launched, future production cycles become faster and more efficient. We already know your specs, your packaging, and your goals. Some clients start with one hero product and scale to 6–8 SKUs within the first year.

In my experience, the private label model is one of the most empowering tools for new and growing skincare brands. It allows you to step confidently into the market with professional-grade products—without having to build your own lab or hire a chemist.

At Metro Private Label, we’re not just filling bottles—we’re helping you build a business that reflects you. And trust me, there’s nothing more exciting than seeing a client’s idea go from vision board to retail shelf.

Private Label vs. Other Business Models: What’s the Best Fit for You?

Over the years of working closely with beauty entrepreneurs, brand creators, and professional buyers, one thing has become very clear to me: most people know they want to build something, but they’re not always sure which path to take to bring their vision to life.

Should you go with private label? Wholesale? Or even consider OEM? Each model has its pros and cons—and choosing the right one is less about “which is better” and more about which is right for your brand at this moment.

Let me walk you through how I explain the differences, and how I guide clients toward the best model for their goals.

Private Label vs. Wholesale

I often meet clients who are used to buying products wholesale—either for spas, online stores, or retail boutiques—and they’re ready to take the next step and build a brand of their own. Private label is usually the most natural evolution.

Here’s how I compare the two:

I usually tell clients: if you’re serious about standing out and creating something of your own, wholesale will always keep you tied to someone else’s brand story. Private label is where ownership truly begins.

Private Label vs. OEM/ODM

Now, if you already have strong product ideas—or are expanding an existing line—you might be thinking about OEM (Original Equipment Manufacturing) or ODM (Original Design Manufacturing). These are more advanced models, and they offer full customization—from the ingredients to the packaging.

Here’s how I break it down for my clients:

OEM is a powerful model—but I only recommend it when a client already has market traction, budget flexibility, and a clear product gap they want to fill uniquely. Otherwise, private label is the most agile way to test and grow without overwhelming complexity or cost.

How I Help Clients Choose

When a client first reaches out to me and says, “I want to launch a skincare line,” I never assume they already know what model they need. Instead, I guide them through a few key discovery questions to find the best fit—based on the product, the vision, and the reality of what they’re trying to achieve.

Here’s exactly how I approach it:

1. First, I ask: What kind of product do you want to make?
   • Do you already have a specific formula or benchmark product in mind?
   • Or are you simply passionate about building a brand, and open to exploring product types that align with your values?
   • Sometimes a client comes with a photo from Sephora or a TikTok trend and says, “I want something like this.” That’s the starting point.
2. Then, I dig into expectations around quantity, price point, and shipping country.
   • Are you planning to launch locally, regionally, or internationally?
   • Do you have a budget range in mind? Are you looking to start lean or are you ready to scale?
   • If your target market is Europe, for example, we’ll make sure the formulation aligns with EU cosmetic regulations, while the U.S. has different labeling and safety standards.

Based on these conversations, I’ll recommend either a private label starter program—or an OEM consultation, if they truly need a custom formula and can meet the MOQ and development time required.

The most important thing to me is that a client doesn’t just get a product. I want them to get the right product, for the right stage of their business, with clarity on cost, compliance, and launch timing.

If you’re still figuring out which model is best for your brand, don’t worry. That’s what we’re here for. At Metro Private Label, we don’t push clients into high-MOQ models if they’re not ready—we build relationships for the long run, and we tailor our approach based on what you actually need to succeed.

Who Should Consider Private Label Skin Care?

When I speak to someone who’s exploring the idea of launching their own skincare brand, what I often hear is a mix of excitement and hesitation. They’ll say things like:

“I’ve always wanted my own product line…”“I love skincare, but I’m not a chemist…”“I have an audience, but I don’t know where to begin.”

I’ve been there, right at that inflection point with so many of my clients. The good news is: you don’t need to figure it all out on your own. If you’ve got the vision, I can help you bring it to life. And private label is one of the most accessible, flexible, and scalable ways to start.

Let me walk you through the types of people and businesses who are best positioned to launch a private label skincare line—because I’ve seen firsthand how transformative this path can be for the right brand at the right time.

Startups & First-Time Beauty Entrepreneurs

You don’t have a product yet—but you have a dream. Maybe you’re passionate about clean beauty, or you’ve experienced a skincare transformation of your own and want to share it with others. Maybe you’ve been watching brands grow on Instagram and wondering, why not me?

If this sounds like you, private label is a perfect entry point. You can choose from our high-quality, market-tested formulations without spending months (or years) on R&D. You don’t need a lab. You don’t need $100,000. You need clarity, commitment, and a partner who knows how to get you from idea to shelf.

I’ve worked with first-time founders who came in with a notebook sketch and left with a real product line in under two months—packaged, branded, and ready to launch. Many started with just one product, built their brand story around it, and scaled from there.

Salons, Spas, and Aesthetic Clinics

If you own a spa, a facial studio, or a skin clinic, you’re already offering transformation—you’ve already built trust. Now imagine your clients being able to take a piece of that trust home with them.

Private label allows you to reinforce your expertise by selling your own line of skincare products. You already know what your clients ask for every day. You know which concerns they bring up: dryness, post-treatment sensitivity, acne flare-ups, dullness. So why not offer a solution that’s branded with your name?

I’ve helped spa owners create post-facial recovery kits, calming mists, or hydrating cleansers that align perfectly with their treatment menu. Not only do they increase client loyalty, they open up a new revenue stream that continues long after the appointment ends.

And for clinics or medically-oriented studios, we also offer options that align with professional-grade performance and clean-label transparency.

Social Media Influencers & Personal Brands

Let’s talk influence. If you’ve built a community around skincare tips, tutorials, or routines, you’ve already done the hardest part—you’ve earned attention and trust.

I often tell creators: you don’t need to start with a 10-piece product line. One product with your name, your vibe, and your values is enough to shift you from influencer to brand founder.

I’ve worked with beauty YouTubers, TikTok creators, even wellness coaches with just a few thousand highly engaged followers. We developed a single product—something that felt like them—and built a limited drop strategy around it. They sold out within weeks.

What makes this work? You’re not selling “a product.” You’re offering your audience an extension of your identity. That’s incredibly powerful—and private label makes it possible without the logistics overwhelm.

Online Retailers & Boutique Store Owners

Running a boutique or ecommerce store is hard work—especially when you’re competing against big-name brands. The fastest way to stand out? Offer something no one else has.

With private label, you can develop a product line that’s unique to your store, designed for your audience, and aligned with your values. Whether it’s a clean-beauty sleep mask or a men’s grooming line, I help boutique founders select, brand, and package products that feel native to their shelves—but offer better margins and stronger brand equity than reselling ever could.

I’ve seen retailers go from 30% margins on third-party brands to 300% on their own SKUs—without sacrificing quality or customer trust.

Signs You Might Be Ready for Private Label

Let’s get real for a moment. You may not have all the answers, but here are a few signs that tell me someone is truly ready to take the next step:

• You know your audience—or your ideal customer—and want to serve them better.
• You’re constantly recommending products, but wish you had something with your name on it.
• You want to control the experience: the branding, the pricing, the packaging, the story.
• You’ve already started building a community—even if it’s small.
• You want to start lean (maybe 500 units), but with a serious commitment to quality.
• You’re done building someone else’s brand. You’re ready to build your own.

If you’re nodding your head to any of those points, you’re exactly the kind of client I love working with. And no—you don’t need to have a full product line ready, or a perfect logo, or an investor pitch deck. You just need a starting point and a partner who can guide you through it.

That’s where I come in.

At Metro Private Label, I don’t just help people make products—I help people make decisions with confidence. Whether you’re a salon owner with a loyal base, a creator with an audience, or a first-time founder chasing a big idea, private label gives you the platform to build something real without needing to go it alone.

Key Benefits of Private Label Skin Care

Every time a new client approaches me about starting their own skincare brand, I can almost sense the same mixture of energy and uncertainty:

“I have a brand vision, but is now the right time?” “I love the idea, but can I afford it?” “What if it doesn’t work?”

And every time, I say the same thing: Private label is often the most powerful and practical way to begin. Not because it’s easier, but because it gives you control, creativity, and room to grow—without burying you in complexity or cost from day one.

Let me walk you through the real reasons why private label has helped so many of our clients—especially first-time founders, beauty entrepreneurs, salon owners, and niche e-commerce sellers—go from idea to income with clarity and confidence.

Higher Profit Margins = More Breathing Room

I’ve seen it firsthand: brands that once made 30% reselling someone else’s product suddenly enjoy 200–400% margins when they switch to private label.

Why? Because you own the story. You’re not just pushing a product—you’re selling your identity, your aesthetic, and your promise.

When you private label through a manufacturer like us, you’re skipping the overhead of middlemen, distributors, and external branding costs. You buy the product at a competitive cost, and you get to price it in a way that reflects your value, not just the formula inside the jar.

One of my earliest clients launched a simple 2-product set—cleanser + moisturizer. She started with 500 units per SKU. Her cost per set was around $8. She sold each set for $38. That kind of margin gave her not just profits—but room to reinvest, market, and breathe. And that matters, especially in the early stage.

Brand Loyalty, Storytelling & Long-Term Recognition

Let me be blunt: when you sell another brand’s product, you’re building their business, not yours.

But when your client or follower sees your name, your logo, your color palette—on a product that works? You become their brand. They remember you, they recommend you, and they come back to you.

And trust me, brand loyalty in skincare is gold.

Because when someone finds a cleanser or serum that works for their skin, they’re not switching brands casually. I’ve seen our clients go from one-time shoppers to 5x-a-year repeat customers just by offering consistency under a relatable brand identity.

Your own label isn’t just a marketing asset—it’s a relationship anchor.

Full Creative Control Over Branding, Tone & Positioning

I’ve worked with founders who wanted their packaging to feel like a Chanel counter, and others who wanted a clinical-glass-lab feel. Both were right—for their audience.

That’s the beauty of private label: the product starts with our formula, but the brand experience? That’s 100% yours to define.

You choose:

• The tone of voice (Are you playful? Scientific? Soothing?)
• The aesthetic (Minimalist amber glass? Pastel tubes? Monochrome boldness?)
• The story (Clean beauty from your hometown? Botanical traditions passed down? High-performance actives for acne-prone skin?)

We supply the backbone. You breathe the soul into it.

And with full control over packaging, labels, fragrance (or fragrance-free), product names, and positioning—you’re not stuck trying to make someone else’s product fit your vision. You’re building from your brand DNA.

Low Barrier to Entry (Without Compromising Quality)

Let me say this loud and clear: you don’t need $50,000 to launch your first skincare line.

In fact, one of the reasons I designed our private label structure at Metro Private Label the way I did, was because I wanted to see more smart, creative, serious founders enter the market—without being blocked by high MOQs or development fees.

We start most products at 500 pcs per SKU. That’s manageable for first-time founders. Yes—if you’re requesting advanced actives, complex viscosities, or tiny fill sizes, the MOQ may be 1,000. But we walk you through that clearly, and help you plan accordingly.

You don’t need to bet the farm. You just need to test, learn, and grow smartly.

And that’s what private label makes possible.

Speed to Market = Opportunity Capture

I’ve seen trends explode and fizzle within 3 months. I’ve also seen niche formulas become cult favorites over time.

In both cases, speed matters.

Because private label skips the 3–6 months of lab development and testing required for OEM, you can move fast—from concept to finished product in about 4–6 weeks, depending on your packaging and customizations.

This means you can:

• Respond to a trend (like niacinamide or “skin barrier repair”)
• Launch a seasonal drop (holiday kits, summer SPF essentials)
• Test a category without deep R&D investment

And most importantly: you stay agile. You’re not locked in a development pipeline that slows your momentum.

Potential to Grow B2B (You Become the Brand Others Resell)

Here’s something most people overlook: private label gives you the IP and packaging rights to wholesale your products to others.

You can:

• Offer your line to spas and salons in your network
• Sell to local beauty retailers or health stores
• List on wholesale platforms like Faire or Abound
• Develop white label versions of your product for others

One of my clients began by selling her custom vitamin C serum DTC through Shopify. Within a year, she was being approached by five boutiques in her city that wanted to stock her line. That’s the ripple effect of owning your brand.

Private label doesn’t limit you to direct-to-consumer—it sets you up to scale on your terms.

I’ve walked side-by-side with clients who’ve turned side hustles into full-time brands, who’ve sold out of 500 units and reordered 5,000 six months later. And I’m telling you this: Private label is not the cheap option. It’s the smartest way to build a brand with precision, speed, and soul.

You don’t need to formulate in a lab to be a brand founder. You need vision, commitment, and the right partners. We’ll take care of the formulation. You take care of the story, the audience, the identity—and together, we build something worth remembering.

Important Things to Know Before You Start

Over the years, I’ve worked with everyone from fresh-faced founders to seasoned spa owners—and while their visions vary, they often share the same blind spots when starting a private label skincare brand. That’s why I always take time to slow things down and walk them through not just the excitement—but also the essentials.

Because a successful launch isn’t just about choosing a nice formula or a trendy name—it’s about understanding how the business actually works. Here’s what I always tell my clients before they place their first order with us.

MOQ (Minimum Order Quantities) Aren’t Just Numbers—They Shape Strategy

The most common question I get in discovery calls is: “Can I start with just 100 or 200 pieces?”

And I get it—you want to test the waters before jumping in. But here’s the honest truth: for private label skincare, our MOQ generally starts at 500 units per SKU.

Why? Because manufacturing skincare isn’t like printing stickers. There’s a lot that happens behind the scenes—raw material procurement, batching, filling, labeling, packaging. These processes involve setup costs and minimum supply quantities, and they need to be efficient in order for you to have a product that’s both affordable and high quality.

And for more complex formulas (like products that include premium actives, SPF, or highly viscous textures) or very small packaging formats like 10ml droppers or sachets, the MOQ may increase to 1,000 due to technical limitations in filling and material sourcing.

I always advise clients to be strategic: start lean, but not too small. You don’t want to run out of stock in two weeks—or worse, discover your product works beautifully and you didn’t order enough to sustain your early momentum.

Customization Is Absolutely Possible—But Bound by Smart Limits

One of the most exciting parts of launching your own line is giving it a soul—your brand’s tone, aesthetic, and story. And yes, with private label, you absolutely get to personalize your product.

That said, it’s important to understand how far customization can realistically go under the private label model.

Here’s what we can customize at MOQ 500:

• Fragrance (lavender, citrus, herbal, unscented, etc.)
• Label design (your logo, color palette, typography, story)
• Packaging enhancements like silk screen printing, hot stamping, holographic foil, laser-cut labels
• Secondary packaging (custom boxes, if using standard die-lines)

But now let me tell you something many manufacturers won’t explain clearly: If you want special bottle molds, pure-color bottle spraying, full-body decoration, or non-standard shapes—we’re talking about a custom packaging project that typically requires an MOQ of 10,000 pieces or more.

Why? Because these packaging components aren’t something we can just pull off the shelf. They require new production tooling, longer lead times, and special handling from our packaging partners. That’s why, for first-time launches, I always recommend using our in-stock standard packaging—we’ve carefully sourced them to be beautiful, versatile, and cost-effective.

And honestly, with the right finishing techniques like screen printing or specialty labels, your product can still look highly elevated and uniquely yours, even with stock components. Brand isn’t about reinventing the bottle—it’s about how you tell the story.

Quality Assurance & Regulatory Compliance Aren’t Optional

One of the most critical aspects of building a real skincare brand is safety, transparency, and legal readiness.

At Metro Private Label, we follow GMP protocols to ensure your product meets professional-grade expectations. Every batch goes through:

• Microbial testing
• Stability and compatibility verification (for OEM)
• Ingredient traceability
• Accurate labeling reviews
• Compliance with major regulatory frameworks (FDA, EU CPNP, ASEAN, etc.)

But here’s what I always tell new founders: once your brand name is on that bottle, you are legally responsible for what’s in it—and what’s on the label.

That’s why I provide full support in understanding:

• What kind of claims you can legally make
• What information must appear on your packaging
• What’s required for international sales, especially in regulated markets

I don’t just want you to launch—I want you to launch with confidence, knowing your brand is built to last, not just impress.

Expect These Upfront and Ongoing Costs

Let’s talk money—realistically.

If you’re launching with 500 units of a custom-labeled serum, moisturizer, or cleanser, here’s what you can expect to budget for:

• Product cost per unit (varies by formulation complexity and fill size)
• Packaging (bottle, pump/cap, label, optional outer box)
• Label and packaging design (unless you have an in-house designer)
• Samples for approval and photoshoots
• Shipping costs to your fulfillment center, warehouse, or FBA

On average, most of my clients invest $3,000–$7,000 USD to launch one or two SKUs—enough to build a sellable, serious brand presence. But it’s not just a cost—it’s an investment in something you own outright, with strong retail value and margin flexibility.

And because private label products typically carry markups between 3x–6x, you’re setting yourself up for early return potential, even at a smaller launch scale.

Your Manufacturer Should Be a Strategic Partner, Not Just a Vendor

If there’s one thing I’ve learned, it’s this: choosing the right manufacturing partner is more important than choosing the right packaging.

You need a partner who understands:

• Your stage of growth
• Your market and distribution goals
• Your regulatory and logistic challenges
• Your dream—not just your order form

When clients come to me, I don’t just say “What do you want to make?”

I ask: “Who’s this product for?” “Where are you selling?” “What’s your price point?” “Are you looking to scale or stay boutique?”

Because everything we recommend—from formula selection to shipping strategy—should align with your brand’s ecosystem, not just your product specs.

And when things inevitably get complex—because they do—you want someone in your corner who will answer your emails, offer real advice, and care about your success like it’s their own. That’s what I commit to as a partner, not just as your manufacturer.

If you’ve read this far, I already know something important about you: You’re not in this for a quick drop. You want to build something real.

Private label skincare is a powerful way to start your brand. But it works best when you step in with both inspiration and informed intention. I’m here to help you with both.

Real-World Examples and Success Stories

Over the years, I’ve had the privilege of helping many founders turn their ideas into real, market-ready skincare and haircare products. But beyond the formulas and packaging, what stays with me are the stories—the late-night messages, the packaging dilemmas, the pride when that first box is unsealed.

And today, with full permission from the brand, I’d love to share the story of one such client: X20HAIR. I’m sharing this not just to showcase results, but to let you see what the private label journey actually looks like when we walk it together—step by step.

❗️Note: This case study is shared with full consent from the client. At Metro Private Label, we deeply respect client confidentiality. We never share details, images, or strategic insights unless we have clear written permission to do so. For every client, your formulas, packaging decisions, sales channels, and market strategy are kept strictly private unless otherwise agreed.

Case Study: X20HAIR – A Scalp-Focused Haircare Brand Built for Amazon

When the founder of X20HAIR reached out to me, they had a clear problem they wanted to solve—but no product yet.

They were frustrated by what they saw in the U.S. haircare market: “Folliculitis shampoos treat the scalp—but they destroy the hair. I want something that actually helps people without making them feel like they’re trading one problem for another.”

That mission instantly resonated with me.

They brought a competitor’s sample to the table—something that was trending, but not quite right. From there, we started co-developing something better: a folliculitis-targeting, scalp-calming hair mask that soothes irritationandleaves hair soft, silky, and manageable.

Step 1: Formulation – Balancing Scalp Care with Hair Restoration

Our biggest challenge in this project wasn’t just performance—it was duality. We had to create a formula that offered:

• Anti-inflammatory, antimicrobial support for sensitive, reactive scalps
• Rich, intensive conditioning to counteract the dryness caused by medicated shampoos

We went through two rounds of formulation testing, gathering feedback on consistency, rinsability, softness, and feel. We refined until we had a product that hit both targets—and then moved forward into packaging.

Step 2: Packaging – Thick Formula, Real Constraints, Smart Engineering

What many new founders don’t realize is that a great formula means nothing without compatible packaging—and X20HAIR’s product was especially thick and rich in texture.

We tested five different pump formats across bottle types to find one that:

• Could dispense a creamy, viscous product smoothly
• Didn’t clog, spit, or trap product in the neck
• Passed compatibility tests with the actual formulation

Eventually, we landed on a wide-neck bottle paired with a larger industrial pump, ensuring both aesthetic quality and user convenience.

Then came label design. X20HAIR provided us with their logo, reference brands, and their vision for the product’s visual feel. From there, I personally worked with our design partner to create and test several label mockups. We printed physical samples and applied them to real bottles to review how they’d look under Amazon lighting conditions and in customer bathrooms—because visual trust matters in ecommerce.

Step 3: Production & Quality Assurance

The initial order included two SKUs, each at 560 units—that’s 1,120 total bottles, packed into 18 master cartons, 30 bottles per box.

This was a highly quality-focused client. Initially, they planned to do a 20% random inspection, which would’ve meant opening over 100 sellable units. After seeing how clean, consistent, and well-packaged the first few boxes were, they adjusted and only opened 20 units.

The result?No leakage. No misalignment on labels. No fill-level issues. Everything was ready for launch.

We then helped apply Amazon FBA box labels directly onto the cartons. The client’s freight forwarder handled final export and delivery to the U.S. warehouse.

Results: #1 New Release on Amazon — and Consistent Sales Ever Since

Within weeks of launching, one of the SKUs became the #1 New Release in its Amazon category—a major accomplishment for a brand’s first cycle.

And here’s the part I love most: it wasn’t a one-hit wonder. Since launching, X20HAIR has maintained monthly sales of 100+ units, purely through Amazon organic and brand-driven demand. They’ve built a loyal following, with reviews praising not just the effectiveness—but the fact that users finally feel their scalp and hair are being treated equally.

That’s exactly what we set out to do.

For me, this wasn’t just about making a product—it was about solving a real-world pain point with precision, empathy, and a collaborative spirit. And it’s proof of what’s possible when a founder comes to the table with clarity—and a manufacturing partner brings the experience to back it up.

If you’re a salon owner with a signature treatment, a creator with a skincare-loving community, or a retail entrepreneur ready to build your own line, I want you to know: your story can look like this, too.

After years of working behind the scenes in skincare manufacturing, I can confidently say that private label is one of the most empowering models for building a beauty brand today. It opens the door for those with a vision—whether that vision is rooted in wellness, clean beauty, performance skincare, or personal expression—to launch with confidence, quality, and a clear identity.

What I’ve learned through working with creators, founders, spa owners, and independent retailers is this: you don’t need a chemistry degree or a million-dollar lab to launch a product that people love. What you do need is clarity of purpose, a deep understanding of your audience, and a manufacturing partner who cares as much about your brand’s reputation as you do.

Private label allows you to tap into expert formulations, proven performance, and efficient production—while still maintaining full control over how your product looks, feels, and speaks to the world. You’re not boxed into a generic template. You’re building something personal, intentional, and scalable.

At Metro Private Label, this is exactly what we’re here for. We’ve helped launch brands that now rank on Amazon’s bestseller lists. We’ve partnered with salon owners who wanted to offer their own in-house line. We’ve guided first-time entrepreneurs through their first 500-piece order, and later helped them scale to multi-SKU collections.

When you choose to work with us, you’re not just buying a product—you’re gaining a collaborative partner who will walk with you through:

• Selecting the right formulas for your audience
• Customizing packaging and visual storytelling
• Navigating compliance, labeling, and logistics
• Producing and preparing products that are truly launch-ready

Whether you’re just starting out or planning your next expansion, I’d love to learn about your goals and explore how private label skincare can help bring them to life.

Contact us today!